Reach Metrics
IMP – Impressions
Definition
Impressions count how often an ad is displayed on a user's screen. Each display is counted regardless of whether the user consciously notices the ad. Impressions are the foundation for calculating CTR, CPM, and other reach metrics.
Interpretation
High impressions alone are not a success indicator – what matters is the combination with CTR and conversion rate. Pay attention to the ratio of impressions to reach (= frequency) to avoid ad fatigue.
Related KPIs
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